"There are so many people in the closet, and we are giving them an opportunity to come out of the closet and just admit they like to smoke," Snoop said at TechCrunch Disrupt. "I’m a smoker, my name is Snoop Dogg, and I’m a stoner."

Snoop and site co-founder Ted Chung, who is also his longtime manager and business partner, released a four-minute profile of marijuana-positive military members called "Deflowered with the Marines" as an example of the type of video and editorial content that Merry Jane will offer.